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    Warburtons Logo

    ALL ABOUT OUR NEWEST CAMPAIGN

    Our crumpets awarded National Treasure status? We couldn’t believe it either, but when Olivia Colman shows up at the office, we’re all delighted. Or are we? Could Olivia be here to celebrate our delicious crumpets or is something else going on? Get the lowdown here.

    The Inspection

    Olivia Colman storms into Jonathan’s office, demanding an immediate inspection of our crumpet production, supposedly to determine whether they’re worthy of ‘National Treasure’ status.

    Colman and her D.O.N.T agents march through the bakery, taking ownership of as many crumpets as they can. After a period of intense scrutiny, Colman mischievously admits that the whole thing is in fact ‘made up’ before swiftly departing, crumpets in-hand, in a blacked-out vehicle suspiciously laden with a ‘hole’ load of ‘evidence’! Clearly the ‘inspection’ was merely a clever hoax to get her hands on as many crumpets as possible!

    Crumpets – a National Treasure

    We’ve been baking crumpets for so long and know how much the nation loves this delicious breakfast, lunch or tea-time treat! So we weren’t wholly surprised when Olivia Colman suggests they might be worth ‘National Treasure’ status. Perhaps more shocking was her clever ploy to steal them all!

    We’re absolutely fanatical about making our crumpets the best they can be, from counting the holes (yes really!), to ensuring high quality ingredients and production goes into these delicious golden circles.

    And the nation agrees; 71%* of crumpet-eating Brits say they consider the humble crumpet a cornerstone of British culture, while 41% agree they deserve National Treasure status and should be ‘protected at all costs’.

    Delicious and versatile we do agree; though when it comes to what to put on them, it seems we’re not all in unanimous agreement. Like Colman, butter is the front runner when it comes to our favourite crumpet topping (75%), but only 23% have tried cheese and even fewer (just 4%) have tried avocado. Despite Colman’s clear contempt for a mustard-topped crumpet in the ad, not everyone agrees, with a surprising 8% of respondents saying that the tangy condiment pairs well with the iconic British staple. Well butter us sideways!

    *All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2059 adults. Fieldwork was undertaken between 28th – 31st March 2025.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

    THE WORD ON THE STREET

    Not only are we all over your screens, but you’ll find us on outdoor posters near you too!

    Crumpets - a National Pleasure

    Crumpets - a National Pleasure

    Find out more
    In the news

    In the news

    Read more
    Crumpet Inspo?

    Crumpet Inspo?

    Check out recipes

    Meet the Stars

    Olivia Colman

    Agent Colman, DONT

    Hear from Agent Colman

    Olivia Colman

    Agent Colman, DONT

    “You butter believe it was a tough job, but I was more than happy to oblige. Though I’m surprised Jonathan, a.k.a Baker Boy didn’t rumble me from the start and let’s be honest, who really needs convincing that the Great British Crumpet is a National Treasure? I was simply there to ensure a lifetime supply landed in my kitchen!”

    “In all seriousness though, it was a whole load of fun to film – Warburtons, you’ve got yourselves a crumpet connoisseur for life!”

    Jonathan Warburton

    Chairman

    Hear from Jonathan

    Jonathan Warburton

    Chairman

    “We’re absolutely thrilled to have Olivia Colman join us for this adventure. I might be biased but I certainly believe our crumpets deserve national treasure status, and if Colman’s enthusiasm for the ‘inspection’ is anything to go by, I’d say she does too! I’m confident our crumpets will rise to the occasion, even if that ‘occasion’ is simply being a delicious breakfast or snack at the Colmans’ for many years to come!”